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Charese Fruge’ (@MCMediaonline) Talks To CeCe On-Air
July 11, 2023
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CeCe On-Air (Chantal Cook) is part of the “Pac Jam Morning Show” on Cox Media’s Urban AC WEDR (99Jamz)/Miami and Digital Lead for the station as well as sister station, Urban AC WHQT (Hot 105). She goes by “CeCe Doin’ the Most on Air.” She also has her own successful podcast, “Let’s Talk Battle Rap Podcast.” Radio wasn’t her first career choice. “I started my career as a freelance journalist after graduating from Michigan State University,” she explains. “After doing that for a few years I realize I wanted to do television and radio.”
“I went back to school at the Illinois Media School and worked for an internet radio station called Urban Broadcast Media, until I landed my first radio job with Urban One in Columbus, OH,” explains CeCe. “During my 4-year tenure, I went from being a board operator to overnights on the weekend to having the #1-night show alongside DJ Mr. King on Power 107.5/106.3. During Covid, my station was hit hard with cuts which forced me to leave. After 6 months I was lucky to land a job at 99JAMZ in Miami where I can now be heard working alongside Miami legends DJ Nasty 305 and Supa Cindy on the ‘Pac Jam Morning Show.’ I also create trendy content for station events, concerts, community events, and more.”
“My passion projects include my podcast I launched with a small team called “Let’s Talk Battle Rap Podcast,” which has been mentioned by Complex, The Source, The Joe Budden Podcast, and other publications as one of the top battle rap podcasts. I am currently working on starting my non-profit called, ‘Doin’ the Most Good,’ which will serve my community and young people to do good.”
“One of my biggest accomplishments so far is to have made a big jump in market size in the business,” says CeCe. “Going from market #37 (Columbus, OH) to #11 (Miami, FL) is amazing. I made my mistakes and learned from radio vets like City News, Divine Martino, Michael Myers, Lil D, and DJ Mr. King. I am thankful for this experience which made me ready to be successful in a bigger, faster market.”
“When given the opportunity to do nights on Power 107.5/106.3 with DJ Mr. King, that was my first time doing a full-time on-air shift,” says CeCe. “Being #1 was an amazing feeling and one I am still proud of till this day. Now here in Miami working at 99JAMZ, I have been offered opportunities to cover major events, concerts, and do social media for Disney events (which is so much fun) just to name a few.”
“It hasn’t always been easy,” explains CeCe. “I think one of the biggest challenges I have faced in both small and big markets is trying to prove my worth. In this industry, you will be told ‘no’ more than ‘yes.’ It can get exhausting and depressing. So many talented people are going for these few jobs in the industry. You always have to push yourself to do more to stand out from the crowd. It can be challenging when you’re the new kid at a station and in a market. Management can be slow when it comes to getting to know you and growing faith and trust in you to do the job. With many changes happening here at Cox Media Group, I at times felt left out due to new personnel not knowing me. However, if you want something bad enough you have to keep your head up, be focused on what you can control, and never miss a chance to show management what you can do. Don't ever wait for the station to give you anything. If you want it take it!”
As far as engaging a younger audience, especially in an adult format, CeCe has a strategy. “We all know that today social media is king,” she says. “However, using social media to create authentic experiences and make connections locally is what I see grab millennials and Gen Z. I always say, ‘CeCe Doin' the Most is not a character on the radio.’ The same person you hear on the radio is the same person you will meet at a community event. People can tell when you are being genuine and when you are playing a character. People want to listen to or follow people who are entertaining AND real. Trust me, listeners can tell when a talent is trying too hard to be dope or cool. That's why I always tell people who want to do radio to always be themselves, and don't let anyone put you in a box. The people will eventually come to love you for you.”
When it comes to improvement in diversity, equity and inclusion in the industry, CeCe feels like we’ve made some progress, but it’s not enough. “Look, to be able to work for a Black-owned entity like Urban One, which allows many Black professionals to get into the industry and represent our culture is a blessing. However, when you look at the entire landscape of the industry it is not as diverse. Many of us are put in the ‘urban’ box, which makes us get overlooked when it comes to other formats or platforms.”
“For example, Afro-Latinos should be able to work for Spanish-speaking stations and not just be forced to do HipHop or R&B. Other Black and Brown professionals are talented enough to do Rock, Top 40, Country, or other formats other than HipHop and R&B if they wish. When it comes to both race and gender, many still do not hold high positions in the industry. Whether it is leading a show, or holding leadership positions, we still have more work to do to give women and minorities an equal opportunity to hold these positions. I know the company I work for now has a DEI program implemented and our brands across the board are more diverse compared to others.”
As far as the use of AI in the industry, “It honestly makes me nervous,” says CeCe. “To see radio companies say they plan to invest in AI technology to replace humans someday is very alarming. I am totally against this because an AI isn’t going to be able to touch the community. An AI isn't going to host turkey drives, back-to-school drives, food collections, outreach programs, etc. The industry is shrinking as is due to syndication, now talent has to worry that a robot is going to replace us too. AI, like all technology, is not perfect. Taking the human aspect out of radio may save dollars but will not make people listen and engage with a radio station or brand.”
“If I was not doing radio, I would probably be pursuing TV a little bit harder or working in public relations,” admits CeCe. “PR was my backup plan in case I couldn’t break into the media industry.”
“As far as what keeps me up at night, it’s job security and the future of the industry. You can never be too comfortable in this business. Changes happen without any warning nowadays. You may be winning on a radio station, making money, paying your bills, and overnight the station is sold, and you are out of a job. That's the risk we all take following this passion of ours. Safe to say since Covid, which did impact me at my last job, I still have a little PTSD.”
“I find balance by trying my best (sometimes I fail) not to bring my work home,” says CeCe. “I try to do my best to come home, do a mental detox, and reset my mind to be ready for the next day. Whether it’s reading a book, watching television, working out, or talking to my family, I try hard not to talk about work. I try go out and enjoy life.”
As for what’s ahead for CeCe, “At the moment I am gearing up for Rolling Loud which will be taking place here in Miami July 21-23. I look forward to covering the festival. Plus, I look forward to launching my non-profit ‘Doin’ the Most Good’ by the end of the year.”
Follow CeCe On-Air on Facebook, Twitter, and Instagram at @ceceonair.
If anyone is a battle rap fan, check out the podcast “Let’s Talk Battle Rap,” on Twitter and Instagram @ltbrpodcast and YouTube Let’s Talk Battle.
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